And that is in addition to the outrageous fees CC companies charge merchants. In the US it's typically around 2% of the transaction! The EU caps it at 0.3% maximum, which still seems like a lot when you consider how much money they move. That's another cost that gets socialized and passed on to the consumer of course, even shoppers who pay cash have to pay for this through higher prices.
People should know btw that with 3D secure the card owner can be held liable for fraudulent charges, because some banks have that in their terms for 3D secure. With phone 2FA all that needs to happen is you have your phone and wallet stolen. I've seen cases in the news where people lost thousands.